Sign up for our daily briefing

Make your busy days simpler with the Axios AM and PM newsletters. Catch up on what's new and why it matters in just 5 minutes.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on the day's biggest business stories

Subscribe to the Axios Closer newsletter for insights into the day’s business news and trends and why they matter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sign up for Axios Pro Rata

Dive into the world of dealmakers across VC, PE and M&A with Axios Pro Rata. Delivered daily to your inbox by Dan Primack and Kia Kokalitcheva.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sports news worthy of your time

Binge on the stats and stories that drive the sports world with the Axios Sports newsletter. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tech news worthy of your time

Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Get the inside stories

Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Denver news?

Get a daily digest of the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Des Moines news?

Get a daily digest of the most important stories affecting your hometown with the Axios Des Moines newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Twin Cities news?

Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Tampa Bay news?

Get a daily digest of the most important stories affecting your hometown with the Axios Tampa Bay newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Charlotte news?

Get a daily digest of the most important stories affecting your hometown with Axios Charlotte

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Nashville news?

Get a daily digest of the most important stories affecting your hometown with the Axios Nashville newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Columbus news?

Get a daily digest of the most important stories affecting your hometown with the Axios Columbus newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Dallas news?

Get a daily digest of the most important stories affecting your hometown with the Axios Dallas newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Austin news?

Get a daily digest of the most important stories affecting your hometown with the Axios Austin newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Atlanta news?

Get a daily digest of the most important stories affecting your hometown with the Axios Atlanta newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Philadelphia news?

Get a daily digest of the most important stories affecting your hometown with the Axios Philadelphia newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Chicago news?

Get a daily digest of the most important stories affecting your hometown with the Axios Chicago newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sign up for Axios NW Arkansas

Stay up-to-date on the most important and interesting stories affecting NW Arkansas, authored by local reporters

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top DC news?

Get a daily digest of the most important stories affecting your hometown with the Axios DC newsletter.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Illustration: Lazaro Gamio/Axios

HBO's "Game of Thrones" may be over, but for lots of streaming media companies, winter is coming.

The big picture: Data shows that consumers across all ages are more than 30% likely to cancel a subscription streaming service after the show or series they are watching has ended. This creates big headaches for streaming companies over how to keep consumers from leaving, especially as the streaming space grows increasingly competitive.

Driving the news: Most critics and analysts believe that the end of HBO's fantasy hit "Game of Thrones" will not be the total end of live, appointment television, although the decline of that viewing mode is quickly intensifying. But the conclusion of "Thrones" does offer the media industry a case study of what could happen when the next big hit comes to an end.

  • A new Axios/Harris poll conducted after the "Game of Thrones" finale aired found that that 16% of HBO subscribers say they planned to cancel their subscriptions now that the show is over.

By the numbers: Most people only plan to hang onto subscription services for less than 6 months upon initially signing up, according to the most recent Video Entertainment Survey from media research firm Frank A. Magid and Associates. That number dips lower for older age groups.

  • Half of the Gen Z respondents from the survey said they intend to cancel their account after watching a specific or exclusive video at sign-up. For Millennials that number goes down to 45%, for Gen X it's 36%, and for Boomers it's only 32%.
Expand chart
Data: Frank Magid & Associates; Chart: Axios Visuals

Be smart: "Churn," or the industry term for consumers dipping in and out of subscription services, is much less likely to occur with traditional cable subscriptions, because leaving your cable company is hard.

  • Most cable companies require the return of a piece of hardware, like a cable box, and the customer service at those types of legacy companies tends to be inefficient.
  • Streaming services, on the other hand, give consumers the flexibility to sign up easily online and download and install all the necessary software without ever having to talk to a customer service agent. But it also means that they can cancel their subscriptions at any time with virtually no penalty.

What's next: Streaming services are becoming more sophisticated in leveraging marketing deals to reduce user churn.

  • Many are adding free memberships to cable and music subscriptions — subscriptions that people tend to renew annually. Hulu, for example, gives users free access with their Spotify Premium subscriptions.
  • Others are investing more in marketing shows so that they remain relevant longer. Michael Benson, the head of marketing for Amazon Studios, explained how Amazon created a real-life pop-up deli, modeled after the one featured in Amazon's hit show "The Marvelous Mrs. Maisel," to bolster the show's relevance and real-life impact.
  • "You use pieces of IP (intellectual property) to create big social cultural events. People like to join in on those types of things," he told Axios at the Collision Conference in Toronto on Wednesday.

Context: The problem isn't confined to the video streaming world. Jill Rosengard Hill, EVP at Magid Associates says younger people are less loyal to all subscription services overall, not just video.

  • * "Boxed services with easy technological sign-ups for food, clothing, etc., make it easier for consumers to dip in and out over these services. They will instead opt to have their needs met by different services in a seasonal fashion," she told Axios last year.

Bottom line: The ease with which consumers can sign up for and then cancel a streaming service subscription creates a lot of headaches for streaming companies trying to establish loyal user bases in an increasingly competitive field.

Go deeper:

Go deeper

Advocates say Biden has let Haitian migrants down

Photo illustration: Aïda Amer/Axios. Photos: Chip Somodevilla/Getty Images, Christian Torres/Anadolu Agency via Getty Images

Continued turmoil in Haiti is causing a growing number of Haitians to try to make it to American shores — and some advocates say the Biden administration isn't supporting this community in its time of crisis.

The big picture: Haitian-American activists in South Florida told Axios Today they feel like President Biden has gone back on campaign promises he made to the community to stand up for them.

38 mins ago - Health

Supply isn't our only COVID treatment problem

Illustration: Brendan Lynch/Axios

Antiviral COVID treatments are hailed as a pandemic game-changer, but they're currently in very short supply — and that's only one of several barriers to access for high-risk patients.

The big picture: Even when supply ramps up, it will still be tricky to connect some of the most vulnerable patients to the pills without changes to the process.

Four-day workweeks get rave reviews, but they're not catching on

Expand chart
Data: Indeed.com; Chart: Axios Visuals

The four-day work week is nowhere close to becoming the norm, despite a flurry of corporate announcements, media coverage and intense interest from worker bees worldwide.

Why it matters: With the pandemic throwing work-family dynamics into chaos and a labor market favoring workers, there's demand for this.